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Rachel  Shechtman

Rachel Shechtman

Founder of Story & Brand Experience Officer for Macy's


Rachel Shechtman is a fourth-generation retail entrepreneur and founder of STORY, a concept store known for its editorial, ever-changing approach to retail. Prior to opening STORY, Rachel built a career in consulting, founding Cube Ventures in 2002 - an independent firm known for its skill of strategically combining business models. Read More >

When Rachel launched STORY in 2011 she did so with the belief that retail held the potential to be about more than the transaction - it could serve as a channel for branded, community-based storytelling – retail media. STORY offered the point of a magazine, changed like a gallery, and sold things like a store. STORY worked companies including Target, American Express, P&G, Coty, Intel, Lexus as well as over 4,000 small businesses. After seven years and 44 different ‘themes’, in April 2018, Rachel sold STORY to Macy’s Inc. where she served as Brand Experience Officer until July 2020. During her time at Macy’s, Rachel successfully launched two new businesses for the brand and built a 150+ person cross-functional team specifically and strategically designed to operate, perform and generate effective results efficiently and nimbly within the larger, traditional operation. While Rachel waits to cook up her next venture, she is active consulting for Sonos, Lululemon, LVMH, NBC and other clients looking to reimagine and reinvent how we consume.

Rachel has been recognized as Fast Company’s 100 Most Creative People in Business, Fortune Magazine’s 40 Under 40, Crain’s Under 40 and Ad Age’s 50 Most Creative. The AAF inducted Rachel into its Advertising Hall of Achievement and in 2018 Shechtman was named a Henry Crown Fellow by the Aspen Institute.

Rachel currently sits on the Board of Directors of CAMP, an experiential family retail concept and media company and on the National Retail Federation (NRF) Board of Directors until 2020. Read Less ^

Speaker Videos

Behind the STORY

The Element of Community in Retail

Branding: The Story Model

Speech Topics

Storytelling: The New Consumerism


Reinvention / Innovating New Business Models


The Future of Retail


Retail as Media